SELLINGER SCHOOL OF BUSINESS AND MANAGEMENT
Spring 2003

Course: BA 448.32 International Marketing
Tuesdays & Thursdays 4:30 PM - 5:45 PM
Sellinger Hall Room 223
Instructor: Lawrence E. Burgee, M.B.A., M.S.
Visiting Professor
eMail: LBurgee@loyola.edu
Tel: 410-617-2980, Fax: 410-617-1518
Office: Sellinger Hall Room 308
Instructor Website: www.burgee.com/loyola
Course Website: www.loyola.edu/blackboard (BA448.32-03-SP)
Office Hours: Tuesdays & Thursdays 2:00 PM - 3:00 PM; and by appointment.
Required Text: International Marketing, 11th Edition, Philip Cateora & John Graham, McGraw-Hill, 2002; ISBN# 0-07-255122-4 or 0-07-239884-1.
Other Materials: Additional reading materials will be provided periodically by the instructor to supplement the text and to illustrate real-world applications of the concepts discussed in class. Students will also be required to visit Internet websites and the Loyola library for additional information. Students must also have access and be familiar with using Blackboard.

Course Description (from Loyola Catalogue):

Develops a global overview of the marketing function. Students learn to describe the international marketing context and identify adaptations in data collection and analysis, product, price, promotion, and distribution necessitated by this context. Topics include cultural, legal, financial, and organizational aspects of international marketing.

Course Objectives:

Upon completion of this course you will be able to:

  1. Define international marketing;
  2. Describe the impact of economic, cultural, and political environments on international marketing;
  3. Develop a global marketing strategy;
  4. Recognize ethical dilemmas that confront international marketing managers;
  5. Enhance your communication skills and apply these skills in the assignments; and
  6. Develop the ability to work well in groups and apply this skill to the group project.

Course Requirements:

Exams

There will be two examinations as part of the course requirements. Exam I will be held in the middle of the semester. Exam II is non-cumulative and will be held on the last class meeting. See the Class Schedule for actual dates.

Unexcused absence from an examination will result in a zero (0) grade for that exam. Make-up exams will be given only if the student’s absence has been excused by the instructor in advance. In cases of illness, a written excuse from the physician will be required.

Group Project - Country Notebook

The group project will consist of teams of four or five students (determined by class size). Each team will produce The Country Notebook - A Guide for Developing a Marketing Plan. Your team will select a country and a good or service, and then develop the marketing plan for introducing that good or service to that country. A specific outline for The Country Notebook is given in your text on pages 603-612. The Country Notebook includes four parts: Cultural Analysis, Economic Analysis, Market Audit and Competitive Market Analysis, and Preliminary Marketing Plan. The project consists of a written report and oral presentation and all teammates are expected to participate equally. Country Notebook Guidelines will be distributed early in the semester.

Current Topic Report

Once during the semester, each student will prepare a current topic report on the international marketing topic of his/her choice. The assignment will consist of a written report and a brief oral presentation. The purpose of these presentations is to expose the class to a variety of relevant international marketing issues as reported in Web-based or traditional (magazines, newspapers, journals, etc.) sources. Several students will present during each class session. A presentation schedule will be developed early in the semester.

Class Participation

Class participation is comprised of multiple subjective and objective activities. These activities have been diversified to address student ability and interest. Subjective activity is your contribution to the class discussions based upon video presentations and various class exercises. This contribution can take the form of asking thought provoking questions or providing examples of concepts discussed in class. Objective activity is primarily based on your completion of in-class and take-home cases, Internet website analyses, and other class exercises. There will be approximately 10-12 of these activities worth 5-15 points each. Most of the participation activities will be graded on a pass/fail basis.

Although attendance is not mandatory, it is not possible to make up class work missed due to absence. The only exceptions to this rule will be for athletes who file the official documentation prior to a missed class or documented (doctor's note, etc.) cases of severe illness. Please refrain from eating during class as this is highly disruptive. Drinks (particularly with caffeine) are fine. Kindly turn off cell phones and pagers. Repeated lateness to class will negatively affect your participation grade.

Grading:

The breakdown of points to determine your grades is as follows:

Exam I 200 points
Exam II 200 points
Group Project - Country Notebook 400 points
Current Topic Report 50 points
Class Participation - Subjective 50 points
Class Participation - Objective 100 points
Total 1000 points

Grades will be given on the basis of the following final point totals:

A 930 points and above
A- 900-929 points
B+ 870-899 points
B 830-869 points
B- 800-829 points
C+ 770-799 points
C 730-769 points
C- 700-729 points
D+ 670-699 points
D 630-669 points
F Less than 630 points

Notes:

  1. Graded exams and projects will be retained by the instructor for future reference.
  2. You are responsible for all material covered and any announcement made in any class session, whether you are present or not.
  3. It is possible that certain components of Class Participation will be substituted as opportunities present themselves.

Class Cancellation Policy:

If a class is cancelled for any reason, an alternate assignment will be posted on Blackboard in the Assignments area by 12:00 PM on the following day. The assignment will be due at the next class meeting. If bad weather is expected, please call the Loyola Inclement Weather Hotline on x2223.

Honor Code:

All students of the College are expected to understand the meaning of the Loyola College Honor Code. Ignorance of the Code is not a valid reason for committing an act of academic dishonesty. The following will constitute violations of the Code and are defined in the Community Standards Handbook: cheating, stealing, lying, forgery, plagiarism, and the failure to report a violation.

 
   

CLASS SCHEDULE

 
Week Date Topics Text
1 Jan. 14

Jan. 16
Course Introduction
Relationship Strategy Exercise
The Scope and Challenge of International Marketing


Chapter 1
2 Jan. 21
Jan. 23
The Dynamic Environment of International Trade
Guidelines for Country Notebook Group Project
Country Notebook Team Selection
Chapter 2
3 Jan. 28
Jan. 30
Case 1-3: Nestle -- The Infant Formula Incident
Cultural Dynamics in Assessing Global Markets

Chapter 4
4 Feb. 4
Feb. 6
Business Customs in Global Marketing
Business Customs in Global Marketing (continued)
Chapter 5
 
5 Feb. 11
Feb. 13
The Political Environment: A Critical Concern
The International Legal Environment
Chapter 6
Chapter 7
6 Feb. 18
Feb. 20
Developing a Global Vision through Marketing Research
Case 2-1: The Not-So-Wonderful World of EuroDisney
Chapter 8
7 Feb. 25
Feb. 27
Exam I - Part I
Exam I - Part II
 
  Mar. 4
Mar. 6
No Class - Spring Break!
No Class - Spring Break!
 
8 Mar. 11
Mar. 13
Global Marketing Management: Planning & Organization
Case 4-10: Making Socially Responsible & Ethical...
Chapter 11
9 Mar. 18
Mar. 20
Products and Services for Consumers
Products and Services for Consumers (cont.)
Chapter 12
10 Mar. 25
Mar. 27
Products and Services for Businesses
Products and Services for Businesses (cont.)
Chapter 13
11 Apr. 1
Apr. 3
Integrated Marketing Communications & Int'l Advertising
Integrated Marketing Communications (cont.)
Chapter 16
12 Apr. 8
Apr. 10
Personal Selling and Sales Management
Building the Transnational Team Video & Exercise
Chapter 17
 
13 Apr. 15

Apr. 17
Pricing for International Markets
Country Notebook Oral Presentations
No Class - Easter Break!
Chapter 18
14 Apr. 22

Apr. 24
International Marketing Channels
Country Notebook Oral Presentations
International Marketing Channels (cont.)
Country Notebook Oral Presentations
Chapter 14
15 Apr. 29 Exam II Review & Course Wrap-up
Country Notebook Oral Presentations
All Country Notebooks Due
 
  May 6 Exam II (9:00 AM - 12:00 PM)